A campaign to encourage Brits to holiday within the UK is expected to generate more than 1.3 million additional overnight stays in 2016.
In what is described as its largest domestic marketing campaign for 2016, VisitEngland is encouraging domestic travellers to experience "amazing moments" across Great Britain and Northern Ireland and boost the UK economy by £100m.
The four-week #OMGB ‘Home of Amazing Moments' TV, digital and print campaign features film and images of authentic experiences and activities filmed across the UK. Launched today, it is part of the government's wider GREAT Britain campaign.
Sally Balcombe, chief executive of VistEngland/VisitBritain, said: "From taking a dip in Wastwater Lake in the Lake District to riding the waves at Surf Snowdonia, from watching sunlight breaking over the Scottish Highlands to walking in the footsteps of giants along the Giant's Causeway in Northern Ireland, the UK is packed full of incredible experiences that you can't get anywhere else.
"By showing the sheer diversity of activities right here on our doorstep we want to inspire people to book a trip right now to discover their own amazing moments, driving growth in tourism across our nations and regions and spreading its economic benefits across the UK."
In 2015, 124 million overnight trips were taken across Great Britain, an increase of 9% on 2014 with spending up 9% to £25b.